Keep content coherent. Just as you wouldn’t read a book if the topic gets scattered all over the place (hard to follow), Google really doesn’t want to find inconsistency throughout your descriptions, articles, and display text. The major search engines now use a method of testing your copy for coherency.

Your words and content need to be relevant. By this, the experts—including Google—will tell you that your article needs to relate as closely as possible to Internet queries. When someone uses keywords to find something related to what you’re offering, that word should relate well with your content. Thus, keep your content focused on a specific topic, if possible, and keep the “argument” moving in a logical direction.

Don’t overuse keywords. No one will be impressed, least of all—Google bots. Your copy will become hard to understand if you’re just throwing in tech words, buzzwords, and other keywords in your article. When used wrongly, the reader won’t stay on your page largely because your article is failing to make sense and search engines may mark your page under “spam”.